in terms of innovation and politics for two ones. obviously it's a close election. and so campaigns that might have once said, wow, 1%, 2% more of the vote if i you the technique. one or two% and i can use that. there it starting to be a real focus on techniques that can provide very small but measurable boosts. that's one thing that happened after twowp. we realize we are moving to israeli deadlocked. it was the chief pollster and strategies. started writing a memo while the supreme court was still taking up the case, and, you know, the polling data from, you know, from 1984 something like 25% of american were party switchers moved between the two parties. by tbown it was 7%. we are in that era now. a small pert age is the persuadable. most voters are predickble. you know, they like to sell pollsters are undecided in the campaign. there are far fewer voters who are actively moving between the two parties as there were previously. and when you get in to that environment, it's a lot easier for campaigns to visualize where they can get benefits by focusing on turnout or registration f

on in the elections these days are taking place. >> host: interesting. what do you want the reader of this book to most understand when they read this book what is that not get that you want them to come away with? >> guest: i want them to understand that what we see on tv and in the newspaper every day as sort of the campaigns is the riddle of everything that is going on. the campaigns are far more than what is set in the ads were some of the candidate goes for the candidates running mate or spouse goes and what the spokesperson says on tv i think too much of the coverage assumes this is the entirety of the campaign activity. most campaigns in all levels most of the people are seeing the campaign and doing other things coming and the -- that sort of surfacing that we see, the candidate giving a speech, buying ads and something going on tv to by the ads in many ways has that changed on decades. the focus is invisible to us. i try to write in this book is taking place with people who don't go on tv and whose names are almost entirely unknown. the outside world has changed dramatically and is cha

of what is really going on in elections these days are taking place. >> host: interesting. what you want the reader of this book too must understand? when they read the book what is that message you want them to come away with? >> guest: i want them to understand that what we see on tv and in the newspaper every day of the campaign is very little of everything that is going on. you know, campaigns are far more than what is said in their ads are some of their ads and where the candidate goes and where it's running mate or spouse goes and i think with their spokesperson says on tv i think too much of her campaign coverage basically assumes that this is sort of the entirety of the campaign. must campaigns especially at the presidential level most of the people are saying they are doing other things and that sort of is the thing we see. the candidate giving a speech, buying epson someone going on to tvs to explain the ads they do in many ways has not changed in decades. stuff that is taking place with people who don't go on tv whose names are almost entirely unknown the outside world has cha

. >> you see this as a campaign document coming up close to the november election? >> guest: well, publishers do like the time for it when attention. most americans tune into politics around election time. that is more or less a happy accident. >> host: one of the things that surprised me and the surprise a lot of the leaders is all of your sources are democrats. this is a very critical study, get all of your sources were democrats. >> guest: some of the sources i don't know the politics of our long-term career and technical people, but for the most part, these are people who work alongside the president and the white house and federal agencies the halls of congress and i got to see him up close. when i discovered much to my surprise is this is an administration that is really bruised and by rivalries. there's an intense night and friday in disagreement in this administration. much like the back of mr. sugar next night frustration, but much unlike the last bush administration, which is very corporate and its cultural field. there wasn't a lot of sniping. and if the bush number spa

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